Public Administration

The Role of Public Relations in Enhancing Customers Satisfaction

The Role of Public Relations in Enhancing Customers Satisfaction


This study is aimed at pointing out the function of pubic relations officers in customer satisfaction in Nigeria Airways Enugu.

Research method: The data for this study were collected through a questionnaire.

Thereafter the data collected were analyzed using the chi-square method (X2) = (0 -e) E

Which served to out qualitative characterizes

In the data into numerical form and relationships.

The research finding the essentials of public relations officer in an establishment.

The effect of public relations in promoting the image of an organization.




Background of the study

The objectives of Nigerian Airway

Statement of the research problem

The objective of the study

Significance of the study

Research questions

Research Hypothesis / Null Hypothesis

Conceptual of Operational Definition

Definition of terms Operational


Limitation of the study



The origin and concept of public relations

The place of public relation in an Organization


Corporate Image

Social Responsibility

The pubic relations practitioner

Summary of Literature review




Research design

Expression Instrument

Measuring Instrument

Method of data analysis


Data analysis and interpretation

Table 1: Measurement of an image problem

of Nigerian Enugu

Table 2: Measurement of the role played by the public relations

Table 3:- Measurement of the basic steps

top be taken

Table 4:- Measurement of effects of

political interference



Summary and recommendation for further study






In any organization, the need to maintain the image of the organization is in our contemporary societies a private one hence this study survey the role of public relations in enhancing consumer satisfaction. We set out to find whether Nigeria Airways Enugu, has in any way satisfied or dissatisfied the total number of people or customers that have been satisfied or dissatisfied by the organization. This study will also x – rays how far the PR roles have helped or will help to coordinate the organization’s perception of the Nigeria airways image when determined are bed, them the researchers would be in a better position to advise and make necessary recommendations to enhance its image. And also, to contribute to the knowledge of mass communication and indeed to the acknowledge of the geniality of Nigerians in their quest for the effect of customers satisfaction in government and parastatals.

Nigeria Airways is a public interest and business enterprise and as such is required to succeed.

As a public institution devoted to the servicing of the public interest, it must have its customers, satisfaction as its prime motive to enhance and achieve public co-operation and acceptance. As a business institute, Nigeria Airways must use business principles to operate in such a way that it becomes economically strong enough to defend and sustain its independence against crumbling.

Against the background, Nigeria Airways, instituted the public relations department to help foster the activities of the organization to achieve its aims and objectives. This is so because no business-oriented organization can make any meaningful achievement without it being easily identifiable that the basic philosophy underlying public relation practice is of prime importance in all spheres of activities. The public relations man engages himself in doing what he has done. This involves winning friends, keeping them, and influencing them, as well as others it also involves looking good by building and sustaining a good image or goodwill through good deeds that will win favorable consideration for Nigerian Airways Enugu among members of the public.

Public relations by definition according to frank Jefekins states “that public relation is the process of assessing consumer wants to establish communication fastening goodwill so that consumer wants or needs can be profitably satisfied”.

Another definition of public relations according to the editors of public relations news, PR is a philosophy and function of management, which evaluates public attitudes, identities the policies of an individual or organization with public interests, and executes a program of actions to earn public understanding and acceptance”.

From these definitions, it is obvious that the public relations man blends the public interest with that of the organization for optimal achievement. It also identified the need for the public relations man to evaluate the public attitude and conception of the organization with the area of attaining and eliciting favorable actions where necessary. As a result of this, customers satisfaction in the activities of Nigeria Airways, Enugu among others should pursue. One way of doing this is to map out a program of action that is, customers, oriented and favorable to the generality of the people.

In an actual sense, Nigeria Airways, Enugu cannot exist in a vacuum. It cannot grow if it neglects the existence of its customers it must function as an institution ready to compute the customers. This includes expressing her policies and practices through communication for general awareness.

However, this communication function can best be formed if the public relations manager is given its appropriate place in the management of Nigeria Airways, Enugu.

Sincerely speaking, Nigeria Airs, is fast recognizing the enormous function that public relations would perform if allowed into the strategic decision-making level of the organization. In this contemporary society, public scrutiny and accountability are on the increase. It is imperative therefore, that good public relations should enhance goodwill and customers satisfaction in the organization.

The image of Nigerian Airways, Enugu depends on her behavior and financial performance her making policies and the quality of her products or services, the management style, approach, and the resultant satisfaction. The protection and maintenance of the Nigeria Airways Enugu image is the fundamental responsibility of public relations. As the conscience of the organization and its public monitors the diffusion of the programs of the organization to know when it impinges public opinion and warfare.

George Flanagan stated that “if an individual contact and experience with co-operation is extensive, his proposed image of the coronation is likely to be strong, positive and relatively stable if, on the other hand, the individual’s familiarity with the corporation is slight, as is most of the case, the mage will probably be weak, (negative) Lazy and unstable” 2

The only meaning drawn from this statement is that if the level or degree of customer satisfaction in any organization is high; the customer tends to maintain more cordial relationships and vice-versa. It is the image of the organization that attracts popularity among potential customers. In this sense, the only image that can last long is the one that stands as valid, true, and authentic.

Candidly no organization can satisfy its mummeries, customers, without being perceived first by the customers or trusted and dependable, so far Nigeria Airways to maintain its line of dependability, policies, performance, and pubic reactions have in its interaction with a company constitutes to the attitude he forms about it.

The dependability of the organization depends on the degree of comfort given to her customers and her goodwill. As regards these facts Walter asserts “ No administrative scheme is workable with put goodwill and goodwill about strange practices is impossible new development in Nigeria Airways, Enugu, that is not communicated to the potential customers in clear terms and with clear evidence show to elicit favorable actors to attain mutual understanding will be an effort in futility.

It is therefore important that Nigeria Airways Enugu should acquaint itself with the customers for cordiality through continuous and systematic public relations practice. All public reaction activities of Nigeria Airways must be within the framework often agreed upon and understood the corporate personality.

The modern business organization, quick to recognize the changes in the environment, has adjusted. It has more comprehensive and positive programs by responding to community expectations and pressures. This, for short, is the springboard of the concept of goodwill and customers satisfaction.

However, the activities of Nigerian Airways and prospects can better be under of view of its origin. To this end, below is the mark-off point of Nigeria Airways.



The history of the organization would be traced to 1945 when it was incorporated as West African Airways Corporation (W.A.A.C) to understate operation which the Royal Airforce left behind at the end of world war “., was then jointly owned by former British colonies manly; Nigeria, Ghana, Gambia and Sier Leone. The African Airways corporation (WA.A.C) was managed by the West African Transport Authority (W.A.A.TA).

On attainment of independence in 1957, Ghana pulled out to set up its Airline, Ghana Airways, leaving Nigeria, British overseas Airways cooperation (BOAC), and Elder Dempster lines as the owner of what remained (WAAC).

The Federal Government took total control of the business on August 23, 1958, by buying out the shares of its partners, the B.O.A.C and Elder Dempster lines. In this sense the airline because 100 percent Nigeria owned and the name changed to Nigeria airways limited. In the same vein, after some years Nigeria Airways Enugu was established.


The objectives of the airline as a national earner are to operate scheduled and chartered air transportation services for the carriage of passages, cargo, mails, and any other related business in the most reliable, efficient, and profitable manner on both domestic and international routes.

Apart from its commercial objectives, the organization also has a social defense, security, and political responsibility to the government and people of Nigeria as the nation’s national carrier.

For example, the airline could give backup services to the military authorities as a transportation auxiliary in a period of national emergency such as war. In other words, the line as a true is different from other commercial airlines since it must perform governments functions without profit when directed to do so by the authorities.

For the above reasons, Nigeria, Airways is duty-bound to separate in the country whether it is commercially viable or not.

In situations where communication is poor, Nigerian Airways is used by the government as an effective institute to bridge people, goods, and mail through the ought and breadth of the country. This is a great social and economic responsibility to the nation. Based on these reasons, the Federal Government offers its protection to the airline through a diplomatic channel in international traffic negotiations guarantees the airlines to secure local and foreign loans to purchased aircraft and equipment.

Due to the numerous aims and objectives of Nigerian Airways her zeal towards making them a reality the origination is department allied to case activities and fosters developments in a way of satisfying its cutworms.


There have been a good number of complaints from the Nigeria Airways Enugu public relation in the operation of the organization. There is no efficient, effective, and systematic public relations in Nigerian Airways, Enugu does not communicate to its customers as and when due.

The Nigerian Airways, Enugu seems to be undergoing image problems. The problems of financial constraints, deferring regulatory policies down by the government negative attitude of employees to work management problem, flight delays and conciliation, inefficient services and generally rising costs of goods and services seems to point to the that public relations have failed its role in finding out what satisfied the customers of Nigeria Airways Enugu.

There has been the absence of direct incentives to customers, which now brings about a low persuasive sales strategy.

The acceptance of forged tickets, defective tickets, and checking about passengers with infected or children’s tickets affects the customers’ satisfaction badly.

The refund of unused tickets takes a very long time, hence the customer involved unusually gets displeased because of the undue time spent before they are finally satisfied.

Another problem is that the management of the parastatal makes it impossible for airline public relations managers to do their job satisfactorily. The resultant effect here is that is compelled to take action and execute some programs that are not of interest to the various customers.


The objective of this study is to identify a more efficient and effective way of using public relations to enhance customers’ satisfaction and goodwill in Nigerian airways Enugu.

The study wills analyze the public relations strategies and management policies of the organization in question

It is much better to identify and know the various aims and objectives of Nigeria Airways to see how far the organization has achieved them or not.

The direct incentive is due to the customers are they persuasive sales strategy or not.

To analyze erratically the customer’s remarks and responses that shall be made when questionnaires are collected to see whether Nigeria airways will succeed as a business enterprise and social institution.


In every organization, be it a social or business enterprise, there is a need for thirty, harming and peace prevail between the organization and its customers. Any organization that fails to recognize the existence of its customers will fail or fact up. And if any organization fails to take cognizance of public relations dependent on the organization, such organization will not accomplish its aims and objectives. To this end, the Nigerian Airways, Enugu, should always give the public relations manager his proper place in the organization and should help him, function fully by giving ho, the necessary tools and equipment needed for his operations.

To identify a total number of people or customers that have been satisfied and dissatisfied by the organization.

To know how public relations help to solve the problem of inadequate communication in the organization.

To identify and know the type of direct incentives given to customers.

To ascertain how the customers perceive the image of Nigeria Airway, Enugu. If the customer’s perception of the organization’s image when determined is bad, then one would be in a better position to advise ad make necessary recommendations n order to enhance its image.

To know some of the communication barriers faced by the public relations department in the organization.

Finally, to contribute to the knowledge of mass communicators and indeed to the knowledge of generality of Nigeria their quest for the effect of customers satisfaction in government parastatals.


Does the image of Nigerian Airways, Enugu satisfy its present customers to help induce, attract and sustain the potential

Is Nigerian Airways Enugu facing image problems in the execution of its duties?

Does non – satisfaction of the customers’ needs, desires, and aspirations tarnish the image or goodwill of Nigeria Airways?

Does the political internee hampers or under the public relations department in Nigeria Airways?


The researchers will list the following: –

H1 – The pubic relation role goes a long way in enhancing customers satisfaction in Nigeria Airways.

H0 – The public relations role does not go a long way in enhancing customers satisfaction in Nigeria Airways.

H2 – Nigerian Airways faces image problems in the execution of its duties.

H0 – The Nigerian Airways Enugu cannot face image problems in the execution of her duties.

H3- The more political interference, the more effective the performance of the public relations department.

H0 – The more political internee, the less effective the performance of the public relations department.

H4 – The higher the price of Nigerian Airways Enugu tickets the more the tendency of customers to draw patronage.



Public relations:- The procedure of programmed activities of ensuring a link between an organization and its customers.

Public Relation:- The procedure of programmed of activities of ensuring a link between an organization and its customers

Image:- This is a method picture, idea, or concept of somebody or something. It could also be seen as a sensual thing perceived s an entry or a coherent, which does not necessarily have something to do with the reality of the situation.

Customers:- This is a person who buys things.

Customers’ satisfaction:- This is a state where the customers are placed and contented with the product or services given to them.

Airline:- This is an air transport business that runs regular services.

Organization:-This is a group with the special purpose of coming together as one to operate a business venture. It could be government or privately owned.


Public: The number of customers or people who receive the services of Nigerian Airways, Enugu

Public relation:- Mutual understanding between Nigerian Airways, Enugu, and it publics, carried out by the public relation department.

Image:- The metal pictures that the public of Nigeria Airways, Enugu have on the effective efficiency of services varied by the number.

Customers:- Those who patronize the Nigerian Airways, Enugu by way of traveling with them.

Customers’ satisfaction:- The extent to which the customers are pleased or satisfied with the service of Nigerian Airways, Enugu.

Airline:- This means the case under study, which is the Nigerian Airways, Enugu.

Organization:- Government-owned parastatals known as the Nigerian Airways, Enugu.

Discount:- Scores made on the question on-sell discount of tickets by each respondent.


It is assumed that after this study, the pubic relations officer would b in a between a position to know the best strategy to get his internal and external public satisfied.

How would he be in a position to make very nice goodwill for the organization, as to increase its profits?

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